E-tailing is the practice of selling
retail goods on the internet. It is the abbreviated version of “electronic retailing” which essentially constitutes
business to consumer transaction. While the concept of online retailing or e-tailing is no longer in its nascent stage; it
continues to evolve, as advanced e-commerce applications act as a potent catalyst in the development of e-tailing.
The idea of online retailing or e-tailing
which almost every net-savvy individual is familiar with; offers a convenient mode of shopping online and the consumer gets
to choose from a diverse range of products and services as opposed to the analogous physical shopping experience. Furthermore,
online retailers or e-tailers get to expose and sell their products to a global audience through their e-stores. (also termed
as online stores, internet shops, webshops etc.)
The E-commerce industry plays a vital
role in its growth and development. The consumer or buyer is usually provided with detailed information and description of
the product which helps them make a judicious choice before making an online purchase. For consumers who face a paucity of
time or want a diverse range of products to choose from, e-tailing proves to be an ideal option. Every e-tailer wants his/her
share of domain amidst the vast World Wide Web galaxy. Due to the intense competitory quotient involved, every e-tailer out
there wants to offer their customer/buyer a smooth and pleasant shopping experience. Therefore, e-tailing is just not restricted
to putting up products for sale for consumers to buy. As consumers today are well-informed, it is understood that they would
make a well informed decision as well. This involves a fair amount of product research, price comparison and checking the
credibility of the e-store.
To remain on the higher rungs of e-tailing,
the e-tailer needs to make the entire product package attractive and make customer satisfaction its foremost priority. Every
product should include a detailed description and should be made available with an honest price tag. This by far is the most
significant aspect; or the e-tailer ends up losing its customers. Advanced security features for on-line shoppers is another
must-have so they are assured they are dealing with a reliable web-store. Trust and security are essential elements that enhance
the functionality and credibility of any e-tail store. Establishing an online store is a much cheaper alternative to a physical
store. However, significant amount of expenditure is incurred for promotional purposes. This is an indispensable strategy
which determines the success of any e-tail store. Some online stores also offer live chat facilities with their representatives
for help and other queries. (Tribuneindia, 2003).
Typical consumer behaviour involves
searching for products and services on the search engines like Google and Yahoo!. Being
listed on a search engine not only enhances the web store’s visibility, it also conveys an impression of the website’s
professionalism and greatly contributes towards generating traffic and subsequent sales. By recognizing consumers’ shopping
patterns and tastes, retailers are tailoring the shopping experience for its customers. Additionally loyalty programs are
offered to frequent buyers to enhance the click to buy ratio. According to the data released by comScore networks “total
Internet spending, including travel, hit $143.2 billion in 2005”. (TheClickZnetwork, 2006).
With advances in e-commerce technology,
e-tailing is getting more refined and continues to fine-tune itself in an attempt to surpass consumer expectations.
References:
Burns, Enid,
The ClickzNetwork (2006) “Online Retail Sales Grew in 2005.”
Available from: http://www.clickz.com/showPage.html?page=3575456
Accessed: 10/24/2007
C, Jay, Buzzle Intelligent life on
the web (2004) “E-Tailing: An online shopping experience”
Available from: http://www.buzzle.com/editorials/3-23-2004-52048.asp
Accessed: 10/24/2007
Schappell, David, SearchCIO (2000)
“CIO Definitions”
Available from:
http://searchcio.techtarget.com/ sDefinition/0,,sid19_gci212079,00.html
Accessed: 10/24/2007
